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What Women Want 2017

Submitted by Burns Radio on

February 20,2017

RADIO DOMINATES IN CONNECTED CARS

Down 15% in Audio Source Listened Most

Six out of every ten women in America can connect to the Internet in their car, according to the Alan Burns and Associates/Strategic Solutions Research study of 2000 women, and the study says AM/FM radio is still the dominant audio choice in those connected cars.

“Most women now know they can connect to the Internet through their phone or the built-in dashboard entertainment system,” said Strategic EVP Hal Rood. “Yet those women continue to listen to radio most. 71% of them listen to radio most in their car. The components of that are 65% to the over the air signal of a local AM/FM station, 4% to the online stream a local station, and 2% to the stream of a station in another city. By comparison, only 14% choose to listen to a pure play streamer most, and 6% to satellite radio.”

In comparison, the numbers from “What Women Want – 2017” show that among women who can’t or don’t know they can connect to the Internet in their cars, the “listen most” sources are 81% to AM/FM radio over the air, and 2% to radio streams. “Radio’s numbers are lower in connected cars, but not to the degree I think most people expected,” said Burns founder Alan Burns. “In aggregate, that’s a loss of only about 15% for radio in the connected car. That’s significant, but certainly not a disaster.”

The Burns/Strategic study results are being released in a series of four free webinars. The next, on Thursday, February 23 at 2pm EST/11am PST, will be devoted to covering what’s happening in connected cars, pureplay music streaming’s impact on radio and how to fight it, and to measuring how much radio listening is being done through headphones.  “The results were a real wakeup call to me, and I think will be to most people” said Burns, “you don’t want to miss this.”

You can register for the free 30-minute webinars by clicking here: What Women Want 2017 Webinar or the What Women Want icons at www.burnsradio.com or www.strategicsolutionsresearch.com.

Alan Burns and Associates has provided winning strategic and tactical advice to radio broadcasters and other media for over 30 years. Strategic Solutions Research provides strategic research, music testing, interactive focus groups and sales research to radio and TV brands in markets like New York and Los Angeles, as well as in 24 countries.

For more information contact:         

Alan Burns (251) 243-1592

Hal Rood, Strategic Solutions Research (206) 347-2188, ext 702